Online and direct marketing debated

The lines between online and direct marketing are becoming increasingly blurred, according to one advertising firm.

Entire´s comments have sparked a debate on what stands between direct marketing and internet campaigns.

WhatisDM.co.uk is asking marketers for their opinion on what direct marketing actually is.

The website, which was created by Entire, states: "The marketing and advertising landscape is changing.

"Audiences are fragmenting. The digital revolution is dramatically reshaping client-customer relationships. Agencies are striving to redefine themselves. Confusion abounds."

Users of the website are asked if they agree with the definition of direct marketing as advertising that targets an identified audience with a specific proposition, which harnesses the power of branding and product awareness.

Meanwhile, brand creation has been called the only purpose of direct marketing, according to one industry expert.

Gail Dudleston, managing director of twentysix, told PrecisionMarketing, that branding should be rolled out across a number of advertising formats to ensure campaign success.